Our Brand
In late 2008 Royal Freemasons commissioned Melbourne based agency SAE Creative to conduct an evaluation of our existing brand and communications strategy. The process involved a working group comprising representatives of our Trustees, Board and executive management. It also involved broad based consultation with our key stakeholder groups including clients, their families, senior management and our staff.
Careful consideration was firstly given to the organisations name. The broad based consultation with key stakeholders revealed that there was overwhelming support for the retention of Freemasons within our new name. Similarly considerable support existed for retaining Royal, as the Royal Charter, which enables our use of the term Royal, is awarded to only the very best in their particular field. Therefore it was decided that the organisation should be now known simply as Royal Freemasons.
In addition to changing our name, the organisation adopted a strap line, For You For Life. This speaks firstly to our service culture of a client centred model of care, and secondly to our growing continuum of care model, spanning retirement accommodation through to the highest levels of nursing home care available, should our clients ever require.
Such a significant change to our brand has quite naturally lead to the development of a new brandmark. It was important that new brandmark speak to our core brand attributes of professionalism, innovation and security; that it reflect our history and origins; and embody the quality of our services delivery and our continuum of care. It also needed to reflect the central and supporting role that the organisation and its staff typically plays in the lives of our clients and their families.
In response a stylised collection of stones was developed with a prominent keystone locking all other stones into the embracing device that is the central feature of the brandmark. The use of the keystone speaks not only to the organisation's Freemasonry heritage, but also to the other core brand attributes. The appearance of light shining through the centre of the device signals a new and more positive beginning.
The rebranding of our organisation has been an exciting journey and we thank all those that have been involved in the process.
